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Archives for January 2013

The Top Ten Most Social Media Savvy Trade Associations in America

January 30, 2013 By Patrick L. Burns 2 Comments

With the inaugaration of President Barack Obama and the convening of the U.S. Congress, the business of governing truly begins in earnest. With the business of governing, comes the creation and passage of legislation and policies that affect important constituency groups. Some of the most powerful constituency groups are those that represent specific industries that employ hundreds of thousands of Americans. The “trades” that these associations represent vary from sectors such as high technology to small business to health care and energy.

With the widespread adoption of social media by elected officials, the media and the public; social media has become a critical part of the advocacy toolkit for trade associations. The recent legislative battle over the SOPA bill between the Motion Picture Association of America and the technology industry highlighted the evolution of tactics in advocating for or against legislation. The Motion Picture Association of America pursued traditional lobbying tactics, while the technology industry mobilized their grassroots supporters via social media and the internet. The technology industry’s victory over the Motion Picture Association of America last year sent shock waves through the K street community that they must evolve and change.

How have they done? Arc 3 looks at the top ten most social media savvy trade associations at the start of 2013. The list was compiled analyzing the Klout scores and number of Twitter and Facebook followers for the largest and most powerful trade associations in the country.

1. National Federation of Independent Business (Klout score 81) –  Led by Dan Danner, this organization promotes fewer  regulations and lower taxes. Despite seeing its challenge to the Democratic healthcare law fall short, the NFIB is one of the most social media savvy trade associations in the country with over 34K followers on Twitter and 171K likes on Facebook.

2. American Bankers Association (Klout score 81) – Led by Frank Keating, the former governor of Oklahoma, the ABA has evolved its communication strategies and embraced social media during a time of upheaval for their industry. The ABA has over 13K followers on Twitter and 1K likes on Facebook. The ABA’s high Klout score is attributed to it constant updates, as its Twitter account has over 10K Tweets.

3. Business Roundtable  (Klout score 79) – Led by John Engler, a former Michigan governor,  the corporate leaders of the Roundtable support a lower corporate tax  rate and more trade deals. The Business Roundtable has over 12K Twitter followers and 13K likes on Facebook and a steady stream of tweets and posts to inform the media and its members.

4.  U.S. Chamber of Commerce (Klout score 69) – Tom Donohue leads a powerful business advocacy group which donates millions of dollars to business-friendly candidates every election cycle. The Chamber is also a digital powerhouse with over 312K likes on Facebook and over 97K followers on Twitter.

5. National Retail Federation (Klout score 67) – NRF’s communications efforts are led by Bill Thorne, a former senior director for advocacy and outreach at the Walmart Corporation. Thorne has built a strong digital effort for the association as it pursues the passage of a  national online sales tax. The association’s over 16K followers on Twitter and over 4K likes on Facebook are competitive with its online sales tax opponents in the technology industry.

6.  National Restaurant Association (Klout Score 66)- Led by Dawn Sweeney, the restaurant trade group has expanded its policy and digital efforts. With over 11K followers on Twitter and 13K likes on Facebook it is clear that the association has picked up some social media tips from its member restaurants who have long been in the business of creating brand evangelists.

7. National Association of Realtors (Klout Score 66) – Led by longtime NAR veteran Dale Stinton, this association has battled a brutal housing market  and a Congress considering housing finance reform. The association has solid digital resources to back its legislative efforts with 62K followers on Twitter and 109K likes on Facebook.

8.  American Medical Association (Klout Score 65) – Led by Dr. James Madara, the AMA has gained bi-partisan support and is working to replace a Medicare payment formula that threatens doctors with drastic cuts. To build support for its efforts the association has a strong social media presence with over 269K followers on Twitter and 26K likes on Facebook.

9.  American Wind Energy Association (Klout Score 63) – Led by Rob Gramlich, this association recently saw Congress extend an industry tax incentive that has led to explosive growth in wind power. AWEA has the wind at its back with a social media presence that has over 43K likes on Facebook and over 22K followers on Twitter.

10.  National Association of Home Builders (Klout Score 63) – Led by Jerry Howard, this association’s primary goal is to defend the mortgage interest deduction amidst members of Congress who may see its elimination as a potential way to alleviate budget deficits. NAHB has a solid social media presence with over 16K followers on Twitter and over 28K likes on Facebook.

At the start of 2013, these are the top ten most social media savvy U.S. trade associations. The list is dominated by traditional industry associations that have strengthened their social media presence for what will be a very tough year in the Congress as the budget deficit looms over all discussions. Difficult times will require associations to be innovative in their mobilization and education of members about important and timely legislation and policies that could alter the course of the industries that they represent.

 

Filed Under: Business Advocacy, Campaign Management, Coalition Building, Digital Marketing, Government, Public Affairs, Social Media Audits and Listening analyses, Social Media Relations, Strategic Communications Planning, Uncategorized Tagged With: American Bankers Association, American Medical Association, American Wind Energy Association, Business Roundtable, Congress, Facebook, Frank Keating, John Engler, Motion Picture Association, National Association of Relators, National Associaton of Homebuilders, National Restaurant Association, National Retail Federation, NFIB, SOPA, Twitter, US Chamber of Commerce

The Top Ten Most Social Media Savvy U.S. Politicians

January 11, 2013 By Patrick L. Burns Leave a Comment

Social media played an important role in helping to secure the re-election of President Barack Obama in 2012.  President Obama’s utilization of social media also played a key role in his defeat of Senator Hillary Clinton in the Democratic primaries and then Senator John McCain in the general election in 2008.  In 2012, President Obama essentially took up where he left off in the last Presidential election and developed a decisive advantage in the area of social media over Mitt Romney. The Obama-Biden campaign’s utilization of social media for get out the vote efforts and its analysis of social data for the prediction of voter behavior, targeting of messages and media buying was truly remarkable.

But who are the other success stories in social media amongst politicians besides President Obama? Through the analysis of Klout Scores, Facebook Likes and Twitter followers amongst politicans across the country, Arc 3 has compiled the top ten most social media savvy politicans. In order to qualify for the list you must either have held elected office or been a candidate for elected office within the last year.

1. Barack Obama (Klout Score  99): President Obama maintained a substantial lead in both Facebook likes and Twitter followers over Mitt Romney. By the end of the campaign, Obama had 22.7 million followers and 32.2 million likes, compared to Romney’s 1.8 million followers and 12.1 million likes. The Obama-Biden campaign’s posting of an image of Barack and Michelle Obama in an embrace, accompanied by the message, “Four more years” set two social media records, receiving more Twitter retweets (755,000) and Facebook likes (3.5 million) than any other post in history.

2. John McCain (Klout Score 92): The U.S. Senator from Arizona and former Republican Presidential candidate in 2008 shows considerable strength in social media, outscoring both Vice President Joe Biden and Mitt Romney. Senator McCain has 880,594 Facebook likes and 1.7 million Twitter followers. His independent streak and reputation for bluntness are highly suitable for the medium of social media.

3. Joe Biden (Klout Score 90): Vice President Biden’s social media presence benefited from being a part of a very gifted Obama-Biden campaign digital team. Vice President Biden had 555,571 Facebook likes and 116,900 Twitter followers. Biden is known to be prone to verbal gaffes in the real world, but his digital world is very disciplined and tame in comparison.

4. Mitt Romney (Klout Score 89): Throughout the Presidential campaign, Romney’s number of followers on Facebook and Twitter were greatly outpaced by President Obama. At the end of the campaign, Romney had 1.8 million followers on Twitter and 12.1 million Facebook likes. The President had 12 times more followers on Twitter and 2 times more followers on Facebook than Romney. It was not all bad news for Romney’s social efforts, as Romney’s Facebook strategies did at times have him leading President Obama in Facebook engagement with his “People Talking About This” numbers being higher.

5. Nancy Pelosi (Klout Score 89): The current Democratic leader in the House has a solid social media presence consistent with her wired constituents in her San Francisco Congressional District. Pelosi has 285, 926 Twitter followers and 67,776 Facebook likes.

6. Newt Gingrich  (Klout Score 88): The former Republican House Speaker and Presidential candidate had one of the strongest presences on social media out of the Republican candidates for President in 2012. Winner of the first Republican Presidential primary in the South, South Carolina, Speaker Gingrich has 292,262 Facebook likes and 1.4 million followers on Twitter.

7. Jerry Brown  (Klout Score 88): The current Governor of California, home of Silicon Valley, logically has a solid social media presence.  He is very strong on Twitter with some 1.05 million followers and has 136,190 Facebook likes. Governor Brown’s followers prefer Twitter almost seven times more than Facebook. A former Presidential candidate who earned the nickname “Moonbeam”, there is no shortage of content on his Twitter stream.

8. John Boehner (Klout Score 87): The current Speaker of the U.S. House of Representatives has strongly promoted social media over years amongst his GOP caucus members. Once issuing a press release entitled “PWNED: House GOP Dominates Twitter, YouTube, Social Media in Congress”, he has taken the lead and shown his members how to be social media savvy. (Note: PWNED is trash talk that means you “owned” your opponent). Boehner has 320,479 Facebook likes and 220,763 Twitter followers for his campaign accounts.

9. Ron Paul  (Klout Score 86): The former Congressman from Texas and Republican Presidential Candidate in 2012 has a considerable social media following reflective of the passion his candidacy generated among tech savvy millenials and libertarians.  Paul has over 1.1 million Facebook likes and over 200,300 Twitter followers.

10. Cory Booker (Klout Score 85): The Mayor of Newark, New Jersey utilizes Twitter as a way to hear constituent concerns. The Mayor’s twitter account has become a civic reporting system that has been a better platform for consituent’s voices to be heard than the actual telephone at City Hall.  Mayor Booker has over 1.3 million Twitter followers and 128,137 Facebook likes. Many constituents in Newark say if you want a pothole fixed you need to tweet to him about it.

At the start of 2013, these are the top ten most social media savvy U.S. politicians. Will they maintain their status or will new leaders emerge and enter into the top ten? Arc 3 will be following closely to see who comes out on top at the end of what is certain to be a year of innovation and enterprise in social media and politics.

 

 

Filed Under: Campaign Management, Campaigns and Elections, Coalition Building, Digital Marketing, Government, Public Affairs, Social Media Audits and Listening analyses, Social Media Relations Tagged With: BarackObama2012, Campaigns and Elections, Cory Booker, Election, Facebook, Hillary Clinton, Jerry Brown, Joe Biden, John Boehner, John McCain, Klout, Michelle Obama, Mitt Romney, MittRomney2012, Nancy Pelosi, Newt Gingrich, Presidential Election 2012, Ron Paul, social media, Social Media Data, Twitter, YouTube

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